A Research On The Relationship Between Corporate Philanthropy Behaviors、Corporate Reputation And Customer Loyalty

With the global economic integration, the increasingly fierce competition among enterprises, competition between enterprises is not the pure products or price competition. At the same time as the consumer social responsibility awareness, consumers are more concerned about the level of social responsibility of enterprises and corporate fulfills social responsibility in what way. Enterprise philanthropy behavioral one part of its corporate social responsibility and is the most obvious way which corporate takes social responsibility, also receives more and more attention of the public.At the same time, the academic circles also pay more and more attention to corporate philanthropy, emerge a number of outstanding research, it lays a theoretical foundation for this research. This study takes consumers’ point of view, Study on influence of corporate philanthropy behavior on corporate reputation and customer loyalty, find out the relationship between the three, and the corporate reputation as intermediary variable to explore the relationship between corporate philanthropy and customer loyalty.The theoretical basis of this study is the social responsibility theory, stakeholder theory and strategic philanthropy theory. This research will do carefully explained in the chapter the theoretical basis of this paper.Based on the literature summary, the study found corporate philanthropy will have an impact on corporate reputation, and by finishing the relevant literature on corporate reputation, we find that corporate reputation has a positive influence on customer loyalty. So we consider corporate philanthropy behavior might through its impact on corporate reputation play a role on customer loyalty. Corporate reputation may be a mediator of corporate philanthropy effect on customer loyalty.There are three main purpose of this study: The first is to explore the corporate philanthropy impact on corporate reputation: The second is to explore the effect of corporate philanthropy behavioral customer loyalty. Finally is to explore the intermediary role of corporate reputation between corporate philanthropy behavior and customer loyalty.By correlation analysis and regression analysis and test of intermediary effect, through theoretical and literature derived hypotheses are established in this research.